Mapping the Media-Marketing Ecology

Overview & Synopsis

This text examines the ongoing convergence of marketing and media across industries and formats and offers an authoritative analysis of branded content and forms of media- marketing integration. Drawing on the findings of the three- year Branded Content Governance Project, this book outlines the expansion of mediamarketing ecologies , from marketers, agencies, and media to include platforms, creators, and advertising technology (adtech). It charts the rapid take- up of artificial intelligence (AI) and machine learning tools, the role of platforms, and the expansion of actor- types across the creator economy. The authors define and analyse key concepts including polycentric governance, governance- in- practice, and ethics, and map ‘problems’ and ‘mitigations’ concerning branded content practices and governance. Providing an authoritative taxonomy for branded content advertising forms and formats, this book provides a guide for students as well as useful reading for researchers and advanced scholars of advertising and marketing communications. The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives (CC BY-NC-ND) 4.0 license.